Is there such a thing as a Universal Insight? – No! (Not unless you believe everyone thinks, acts and believes the exact same things) – Myth 3
I regularly engage with organisations where the #officeboor in senior management believes that they are on the lookout for universal insights. Unfortunately for that to actually happen, we’d need to imagine we operate in a soulless homogenous market place and believe that all our customers value the exact same thing, hold the same priorities and speaks exactly the same way about them. Which is a little tricky to believe.